Three BIG Takeaways from the SITE Texas Roadshow 2024

Three BIG Takeaways from the SITE Texas Roadshow 2024

Last week, I had the incredible opportunity to speak at the SITE Texas Roadshow 2024, where I connected with incentive travel professionals in Houston, Austin, and Dallas. Our discussions revolved around one crucial topic: the impact that Gen Z and Gen Y are having on the incentive travel industry. These younger generations are redefining how organizations design travel experiences, and here are three key takeaways I learned from our time together.

1. Personalization Is No Longer Optional—It’s Expected

One of the most significant shifts in the incentive travel industry is the demand for immediacy and personalization. Gen Z and Gen Y generations want more than just a well-organized trip; they want experiences tailored to their preferences, values, and interests. In Houston, we discussed how corporate travelers today expect custom experiences that reflect their individuality. Whether it’s cultural immersion, adventure levels, or wellness-oriented experiences, there’s a strong focus on personalization.

This shift is driving incentive planners to dig deeper into data, ensuring that no two travel experiences are alike. It’s not just about rewarding top performers anymore—it’s about creating something memorable and unique to them.

2. Sustainability and Purpose Are Front and Center

In Austin, a key topic that stood out was the increasing importance of sustainability and social responsibility. Gen Z and Gen Y are vocal advocates for environmental stewardship and ethical practices. Incentive travel is no exception to this trend, as professionals in the industry are finding innovative ways to align travel programs with eco-friendly values. From eco-conscious venues to carbon offset programs, the focus is shifting toward experiences that not only reward employees but also give back to the planet.

These younger generations also care about purpose. Incentive travel can no longer be just about relaxation or luxury—it needs to incorporate a sense of impact, whether through CSR activities or support for local communities.

3. Tech-Savvy Travelers Are Raising the Bar

By the time we reached Dallas, it was clear that technology is playing a critical role in how Gen Z and Gen Y engage with incentive travel. These groups are tech-savvy and expect seamless digital integration from start to finish. Whether it’s using apps for real-time updates, booking, or tracking rewards, they prefer travel that comes with digital convenience.

We talked about how incentive planners need to embrace digital platforms not only for logistics but also for enhancing the overall experience. This could include augmented reality tours, virtual concierge services, or gamified reward systems to keep participants engaged before, during, and after the trip.

THE SUM

Wrapping up this tour was an eye-opener. Incentive travel is evolving fast, and the influence of Gen Z and Gen Y is pushing the industry to think differently. These generations want more personalized, purposeful, and tech-driven experiences, and those who adapt to these preferences will lead the charge in the future of travel. The key to winning them over is to exceed the expectations that they are setting for themselves in their leisure travel, which can be a tall order. With the right creative planning, any incentive travel buyer or planner can be ready for Gen Z and Gen Y.

Event and Meeting Planning and Marketing Made Easy with AI

Event and Meeting Planning and Marketing Made Easy with AI

This past April, I took the stage at the Northstar Meetings Group Small & Boutique meetings show just outside of Houston. The room was filled with event and meeting planners from all over the country who were eager to learn how AI was going to change the way they plan and market events forever.

I showed them how to embrace their AI fears, build a simple plan, and get started using AI to free up their valuable time to deliver a better experience for attendees. We discussed how planners now have a powerful tool at their disposal to streamline processes and enhance outcomes throughout the event lifecycle and put their focus on making their event or meeting awesome!

One attendee sent this wonderful note to me post-event: “I wanted to share that your AI presentation has been a point of conversation for me! I talk about and ask everyone I encounter now if, when, and how they are using AI. I’m younger and newer in the Meetings/Events world and I’ve never used even an ounce of AI. Thank you for opening the AI world to me, I’m not sure if I would have come around to it any time soon without your presentation.”

What a testimonial! She was clearly motivated and inspired ‒ which are the top goals of any professional speaker. To get other planners feeling the same way about using AI, I wanted to share the three phases that I presented at the show:

Pre-Event Phase

Before the event, AI can assist planners in making data-driven decisions for planning and marketing. By analyzing vast datasets, AI algorithms can recommend optimal venues based on factors such as location, accessibility, and attendee preferences. Wouldn’t it be nice to know the number before you know the numbers? Well, predictive analytics further empower planners to forecast attendee turnout accurately, enabling better resource allocation and budgeting. 

AI tools also allow planners to craft targeted marketing campaigns tailored to individual attendee preferences, maximizing engagement and conversion rates. This can be deployed in promotional social media posts, event websites, and even AI-based chatbots that facilitate questions to increase conversions. But, the #1 thing during the pre-event phase, is how generative AI can free up a ton of time in creating content, like blog posts, to market the event or create detailed agendas or even speaker summaries.

On-Site Phase

Planners can focus more on the attendee experience during the event with AI-powered tools that radically increase operational efficiencies. Automated registration and check-in processes powered by AI reduce wait times and minimize errors, enhancing the overall attendee experience. Real-time data analytics provide valuable insights into attendee behavior and session attendance, allowing planners to make informed decisions on the fly to optimize event dynamics. There will be less of a need to rely on volunteers when chatbots and virtual assistants can offer instant support to attendees, answering inquiries and providing directions seamlessly.

One of the creepiest use cases I have seen is using AI-powered facial recognition software to know who is on-site and who is not supposed to be there. This would require the use of a venue’s camera infrastructure, but it sure would be a great way to keep attendees safe while also thwarting badge swappers.

Post Event Phase

Now that event high is over, wouldn’t it be nice to kick back instead of being inundated with post-event tasks? AI can help with that! AI analysis can enable planners to measure success metrics accurately and identify areas for improvement. AI-driven analytics platforms aggregate and analyze post-event data, including attendee feedback and social media mentions, providing valuable insights for future event planning, all of which can easily be compiled into a report, and you and your team can debrief on and use for next year’s planning.

It gets even more fun with personalized follow-up strategies based on AI segmentation and targeting that can further nurture attendee relationships, fostering long-term loyalty. You can use tools like ChatGPT once again to help you create post-event surveys for attendees, sponsors, and vendors instead of staring blankly at a Google Form guessing what questions to ask.

The Sum

AI is a game-changer for event and meeting planners, they just need to try it out and start small By leveraging AI throughout the event lifecycle, planners can innovate, iterate, and excel in delivering memorable and impactful events for attendees. Soon, I will be releasing a guide on the exact steps to take and AI tools to try when planning and marketing your next event. Stay tuned!

3 Ways Gen Z is Changing the Meetings & Events Industry in 2024

3 Ways Gen Z is Changing the Meetings & Events Industry in 2024

I’ve been speaking (and posting) about Gen Z for a long time and continue to be fascinated with their habits, especially their obsession with the 90’s style – that one I will never quite understand. These kiddos continue to have a limitless impact on literally everything, and the target of understanding them seems to always be moving. However, I believe that as meetings and events (and travel) are bouncing back after the pandemic, there are a few ways we can adapt to their desires.

1. Build Towards Hybrid & Virtual Experiences

The traditional 4-wall event boundaries have been obliterated thanks to new technology and hybrid and virtual events forced by the pandemic. Gen Z can now expect that events blend physical and online participation as their inherent comfort with technology has driven a significant shift towards making events more accessible, inclusive, and globally connected. That means Virtual reality (VR) and augmented reality (AR) are being increasingly utilized by event producers to create immersive environments, allowing attendees to engage from anywhere in the world.

2. Emphasis on Authenticity and Social Responsibility

Gen Z seeks genuine connections and experiences, pushing event organizers to prioritize authenticity in the way the event looks, feels, and is communicated (BizBash has a great article on how to bring authenticity to an event). Also, Gen Z is very committed to social causes which is influencing events to incorporate sustainability practices, diversity, and inclusivity wherever they can. They are after all the most diverse generation ever and have expectations of your event mirroring who they are at their core.

3. Influence of Social Media and Influencer Culture

The power of social media over Gen Z has forever changed the way events are marketed and experienced. Events are increasingly using social media geared toward the younger generations (i.e. TikTok) to amplify their reach and make events more interactive. Also, the rise of influencer culture has become a powerful tool. If events can engage with social media influencers in the right way, it will not only promote the event but lead to that desired authenticity mentioned in point 2.

The Sum

Gen Z is driving some serious transformative changes in the meetings and events industry.  Though technology and digital seem to be at the core, they are after all only human and desire a more meaningful and educational experience when attending your next event. The bar may seem high, however, the most minor tweaks will knock it out of the park for this generation.

Your 2024 Marketing Starting Lineup

Your 2024 Marketing Starting Lineup

2023 was a spectacular year for marketing podcasts! All my friends at Marketing Podcast Network absolutely crushed it. And for my little show, the Marketing Starter Podcast, well, we had a pretty darn good year. We got some big bumps in listenership and hosted 21 world-class guests! I wrapped up the year with a fantastic episode on customer experience with Dan Gingiss, aka The Experience Maker, but there were many other great marketing minds that I got to sit down with throughout the year.

It all started with my good friend and founder of CMO Huddles, Drew Neisser, where we talked about Selling (Marketing) through service. Soon after, I got to hang out with Robin Daniels and talk about how to remove the tension between brand building and delivering results. Then I met with Kent Lewis, Hema Thanki, Karla Jo Helms ★, and Ethan Beute, MBA, to name a few more. Every guest had a unique take on starter marketing that formed from their unique backgrounds and work styles. From product marketers to public relations leaders, chief marketing officers to chief evangelists, we put pins all over the map!

2024 is bound to be even better. Today I’m kicking off season 4 this week with my first guest of the new season, Bryan Law, CMO of ZoomInfo. We dug deep into how being distinctive is more valuable than being different – a great tip for marketing starters kicking off the new year.

Be on the lookout for interviews with Ali Hanyaloglu, Dorothea Bozicolona-Volpe, Steven MacDonald,  Oliver JP Osborne, and more in 2024!

Have a listen and tune in twice a month at tnhines.com/podcast or on your favorite platform.

#neverstopstarting

3 Considerations For Marketers When Chasing AI

3 Considerations For Marketers When Chasing AI

By now, every marketer is aware of AI, as it’s the hottest issue in marketing since email marketing debuted nearly 40 years ago, and everyone has been talking about it in depth this year. Most of the content out there to date has been focused on getting the world up to speed on all the interesting tools that marketers have at their disposal and how to use them to ease marketing efforts.

But the question is, just because AI is the shiny new toy for marketers to play with, should you? My quick take is, yes, why not, as long as you dont use a set-it-and-forget-it attitude. In this article, I want to call attention to a few things to consider before you jump into AI head first.

1. Brand & Tone

Let’s be honest, robots sound like robots and if you copy and paste from Chat GPT, your customers will sniff it out. AI is fantastic at writing information based on what it learns about your business, but it doesn’t understand your brand’s complete uniqueness, yet. Human oversight is essential, as AI algorithms lack the contextual understanding required for more complex brand communication. It can however discern patterns and nuances that define a brand’s voice by analyzing vast volumes of consumer interactions and content that already exists about your business.

2. Confidentiality & Privacy

AI-powered analytics let you process vast amounts of consumer data, so you can tailor marketing campaigns. However, this capability raises concerns about the confidentiality of personal medical information — if it’s a concern for your customer, then it should be a concern for you. As AI delves deep into consumer behaviors and preferences, there’s an inherent risk of mishandling sensitive data, potentially leading to breaches of confidentiality and privacy. Striking the right balance between utilizing AI’s insights and safeguarding customer information has become paramount.

3. Differentiation

Back to my brand voice point above… If you just copy and paste what AI creates for you, then how will you maintain differentiation and a competitive edge? You have to be intent and specific in the way that you use AI and make sure that you aren’t doing the same thing that every other business is doing. Through data-driven insights, AI can distill invaluable information about consumer preferences, behaviors, and trends, allowing marketers to craft more targeted and relevant offerings. The key here is never forgetting who you are as a brand and what you believe in and keep it unique.

The Sum

From personalized customer experiences to enhanced engagement, and data-driven insights to predictive analytics, AI is redefining how marketers connect with their audience and operate within their landscapes. The integration of AI not only improves marketing operational efficiency but also enables marketers to provide more personalization and stand out from the competition. Ultimately, AI empowers marketers to embody innovation, customer centricity, and adaptability and ultimately helps them be more human in their approach to marketing.

This post was originally posted in partnership with PCCA on their blog in a pharmacy marketing format.

5 Tips to Survive the Post-Digital Age

5 Tips to Survive the Post-Digital Age

Some of us may be old enough to remember when the interstate freeways in the U.S. were built and transported people across the country in a matter of days and created the infamous suburban flight. And it wasn’t long before advertisers saw the benefit of erecting 50-foot tall banners to display their messages to commuters. Today, these billboards have become not much more than an aging distraction.

Here’s a news flash… our digital advertising is going the way of the freeway billboard.

In the new post-digital world, digital is now the boring normal and B2B marketers must find new ways to stand out to their audiences. Marketers need to immediately halt recycling their digital methods that numb potential buyers into a slow digital death. Post-digital marketers can mix up their strategies to reach buyers where and how they want, with the right message to win new business.

Here are my 5 tips to consider when working toward implementing your post-digital strategy:

  1. Don’t be selfish – It’s so easy to market yourself, but it’s not as easy to market a solution. We must not get caught up with glorifying our brand and focus on what the customers’ needs are and try to reach them where and how they want to be reached. I can tell you right now that it’s not through pop up ads!
  2. Creatively stand out – To avoid the billboard effect, we need to find new ways to stand out. We can supplement our digital with more content, conversational selling, account-based marketing, engaging influencers, or even hyper-personalization with hand-written notes. What is old can be new again!
  3. Deliver massive value – Customer expectations are at an all-time high and we must strive to meet them constantly (billboards won’t do it). Luckily it is easier than ever to listen to customers and understand what they want. Leverage the wealth of behavioral data from customers and prospects to better understand them and market with more value.
  4. Don’t expect purchases on first click – This should go without saying and could have been easily lumped in with the being selfish point, but just because you have a great campaign doesn’t mean someone will buy. Listen up sales people! Marketing is a journey of building trust and nurturing prospects before they buy – which is becoming more and more common in B2B. We need to reach them with multiple touch points like in point 2.
  5. Cultivate a user (human) experience – In the book, Marketing Rebellion: The Most Human Company Wins by Mark Shaefer, he teaches that marketers who behave the most human will build the deepest and longest-lasting connections with their audiences. So, we must think like humans, not products or services, to connect with humans to ultimately make a sale.

I recently gave a talk on this very subject at the Product & Growth Summit this past September, where I covered what marketers can do to step up their game. I also went a little deeper into the concept of post-digital – you can watch the talk here ?

Get the slides here ? https://www.tnhines.com/wp-content/uploads/2021/10/Post-Digital-Marketing-Trends-Presentation-Tim-Hines.pdf 


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